13 Apr Blogging Not Bringing in Conversions?
If you have ever worked with us here at Eyler Creative, then you probably know that we talk a lot about the value of blogging. Content marketing is a key piece of SEO and a big factor in boosting your ranking with Google and other search engines. However, for many, these posts should also contribute toward the goal of driving leads and generating conversions. If your blogging isn’t currently doing that, then you may need to tweak your strategy.
Break down Those Walls of Text
You want your content to be meaningful, ideally. If you’re using them toward conversions, then you want people to read your posts and to be engaged with them. In order to do that, you have to be ‘reaching out’ fairly frequently. The majority of people who are blogging only do so a few times a month, but the more that you can do, the better. This may mean taking time from other things in order to put out a few posts a week, but if you start small and increase your content output gradually, then this might not seem so daunting.
Something that a lot of people struggle with – without realizing it – is having too-large blocks of text. People like visuals and don’t want to be faced with a wall of words. Try to keep your paragraphs short and sweet and mix up the format with headings to remind them of what they’re reading and to give them a bit of a break.
Once they finish reading, then, they should know what you want of them (whether or not they choose to do that thing). If they don’t, then your call to action isn’t clear. A summation with a link or button at the end directing them to a contact form, for instance, is how you tie everything up with a bow. If you want them to call, then your phone number should be at the bottom of every post. Just make sure that you – and your readers – know what your goals are with content marketing.
SEO Is Another Major Goal of Blogging
We’ve written countless times about the value of determining who your target audience is, and so, if your blogging isn’t bringing conversions, the reason may be that your content doesn’t appeal to that audience. Make sure that the content is related to the products or services that you sell, and that it provides some kind of value to those reading it. Otherwise, you aren’t achieving everything that you could with these efforts.
Do you know whether or not your site and blog are mobile-friendly? You must know by now how crucial it is to make sure everything is mobile-optimized, but this may be a task you’ve put on the back burner for one reason or another. However, if people can’t easily read your content on their phone or tablet, then they’re being inconvenienced. They won’t finish reading and certainly won’t take the next step. While taking care of this, don’t forget about the content length! “Five-line paragraphs on your desktop site will look twice as long on mobile devices.”
Finally, remember the other big reason for blogging in the first place: SEO. If you aren’t ranking for keywords that are included in your blog, then people may not actually navigate there intentionally. However, if they search for a product or service and one of your blog pages comes up in Google, then that’s a different story. Conversions may be your end goal, but along the way, it helps you to get there if you can rank highly in search engines.
If you want to learn more about how content marketing can be used to increase conversions, then get in touch with Eyler Creative. We will work with you to develop and execute a marketing strategy tailored specifically to your business’s needs.
We are a digital creative agency in Baltimore, Maryland with an excellent team of marketing managers, creative designers, developers and programmers all working together with one common mission – to deliver the absolute best client experience and solutions to reach your goals. We’d love to work with you on your next project.